Truly Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience
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In this presentation, Scott Liewehr, founder of Digital Clarity Group, explores going beyond digital marketing to build ultimate customer experiences. Topics covered include: - What drives customer experience? - What works today and what needs improvement? - What are the elements of a great customer experience? - Where should you start?
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Truly Great Customer Experience: Moving Beyond Digital Marketing to Build the Ultimate Customer Experience
- 1. Great Customer Experiences A Conversation with Univision Moving beyond digital marketing to build the A conversation with Univision October ultimate 22, customer 2013 experience Sitecore Symposium N. America September 9, 2014 #SYMNA | @sliewehr
- 2. 2 Me?? Nope, that’s me #SYMNA | @sliewehr
- 3. #SYMNA | @sliewehr 3
- 4. “A customer’s holistic perception of a company and its offerings based on all of the customer’s interactions with the company…” Customer Experience 4 #SYMNA | @sliewehr
- 5. a constituent an employee a customer a prospect a student a patient a donor a voter 5 A “customer” is… #SYMNA | @sliewehr
- 6. The failure of a single interaction threatens a customer’s entire perception of a brand. 6 #SYMNA | @sliewehr
- 7. 7 Who cares? #SYMNA | @sliewehr
- 8. 89% of consumers say they have switched business to a competitor due to poor customer experience 8 #SYMNA | @sliewehr
- 9. Consumers have voice and choice 9 #SYMNA | @sliewehr
- 10. …and ubiquitous access to knowledge 10 #SYMNA | @sliewehr
- 11. Facilitated by technology innovation 11 #SYMNA | @sliewehr
- 12. #SYMNA | @sliewehr 12 June 28, 2007
- 13. “Brands that view the consumer empowerment phenomenon as an opportunity will win.” What we used to counsel… 13 #SYMNA | @sliewehr
- 14. “Brands that view the consumer empowerment phenomenon as an opportunity will win.” …what we say now 14 don’t ⌃ die.” #SYMNA | @sliewehr
- 15. Strategic inflections 15 Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo Strategic Inflection Point New Paradigm Old Paradigm
- 16. New Paradigm Dissonance Gap “Dissonance gap” 16 Source: Based on Andy Grove, Only the Paranoid Survive, 1996 Status Quo
- 17. customer #SYMNA | @sliewehr 17
- 18. Time 18 Customer Experience Quality Improve today’s experience Transform the organization Sustain cultural change Customer-focused transformation #SYMNA | @sliewehr
- 19. CxP – CxE Cs 19 #SYMNA | @sliewehr
- 20. Customer’s Perceived Experience – Customer’s Expected Experience Customer Satisfaction 20 #SYMNA | @sliewehr
- 21. Marketers must evangelize internally… 21 #SYMNA | @sliewehr
- 22. …to avoid the fate of a Catfish 22 #SYMNA | @sliewehr
- 23. Catfish: Someone who pretends to be someone they’re not using Facebook or other social media to create false identities. 23 - Urban Dictionary #SYMNA | @sliewehr
- 24. NEWSFLASH: Your customers don’t want to engage with you… 24 #SYMNA | @sliewehr
- 25. …but they will quickly disengage. 25 #SYMNA | @sliewehr
- 26. The shift to Outside-In 26 #SYMNA | @sliewehr
- 27. So what are the ingredients? 27 #SYMNA | @sliewehr
- 28. 28 1. Awareness #SYMNA | @sliewehr
- 29. “The greatest enemy of progress is not stagnation, but false progress.” 29 - Sydney J. Harris #SYMNA | @sliewehr
- 30. 30 2. Value #SYMNA | @sliewehr
- 31. 31 3. Consistency #SYMNA | @sliewehr
- 32. So how do we start? 32 #SYMNA | @sliewehr
- 33. 1. Don’t be afraid – just jump 33 #SYMNA | @sliewehr
- 34. 34 2. Get smart #SYMNA | @sliewehr
- 35. 35 3. Iterate #SYMNA | @sliewehr 35
- 36. Scott Liewehr, President and Principal Analyst sliewehr@digitalclaritygroup.com | @sliewehr 36 www.digitalclaritygroup.com @just_clarity #SYMNA | @sliewehr
Notas do Editor
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- Oftentimes it’s more about minimizing poor experiences than it is about making decent experiences incrementally better.
- We’re now in an age of near-perfect information where people have instant access to knowledge about all products at all times, and are empowered to make the best decision for them.
- 100,000,000 iPads (2.5 yrs., pre mini) 1,000,000,000 facebook users 2,000,000,000 smart phones by 2016 45,000,000,000 apps downloaded 2012 16 years of Angry Birds every hour RIM flailing Apple and Google respected IT suppliers
- User generated content
- Grove says that strategic inflections can come from anywhere: - “new technologies, - new competition, - new regulations, - new customer values and habits,” etc. – anything that has a significant impact on the business itself or the industry as a whole.
- Dissonance Gap marks the divergence between “business as usual” and what you should be doing to accommodate and leverage the new paradigm. Grove says that strategic inflections can come from anywhere: - “new technologies, - new competition, - new regulations, - new customer values and habits,” etc. – anything that has a significant impact on the business itself or the industry as a whole. - Think Borders, Blockbuster, cab services via uber, Kodak, blackberry
- So you’re raising the bar on expectation How many of your companies would be able to deliver on your heightened expectations
- I’m not sold that the marketer is the owner of the customer experience, But it’s definitely up for grabs, so take it. And own it. Drive it.
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- Who are our customers? How do we get them to come to our [site/event/…]? >> What do they need to do? What do they want to know? What do we want them to do there? >> How can we help them do/get/learn it? How do we keep them from leaving? >> . . . and better than their other options?
- Have to know and understand that just buying technology isn’t a strategy, and customer experience through the lens of marketing only isn’t customer experience.
- Deliver value in every interaction. Don’t personalize just to personalize. Do so in a way that delivers value. Back to my restaurant story
- Consistent experience across the brand, not just marketing experiences. In fact, NOT marketing experiences. If you’re going to heighten expectations, be able to deliver on them Customer doesn’t see marketing and customer support as two different things. They see one brand, and they demand an experience that reflects that
- Get started. Rally the troops internally. Find ways to deliver value. Start a cross-functional team… Get great insights? Share them
- Can’t dumb everything down and expect smart results Day of reckoning will come “We want the gold medal but we don’t want to do any conditioning”
- Take the LEAN approach – give it a shop, learn from it, improve it, do it again better.